Digital Dialect

SEM (Search Engine Marketing): Using paid advertising tactics to help your website appear high within a person’s search results.

Targeting Terminology

Behavioral Targeting: Advertising to someone based on their past behaviors.

Contextual Targeting: Advertising to someone based on where they are likely to be at the moment.

Location or “Geo” Targeting: Advertising to someone based on where they have been/are currently located.

Cookie: Information stored on a person’s computer that remembers his/her preferences, that then advertisers use to target a consumer.

Retargeting: When an advertisement is shown to a user based on actions he/she has recently made on the web (i.e., they visit Zappos.com, next day they see a Zappos ad). NOTE: This strategy uses cookies.

Video Vernacular

OTT (Over the Top) Device: A device connected to or built within a TV to facilitate the delivery of Internet-based video content (e.g., Roku and Playstation Vue).